“It’s not whether the glass is half empty or half full, it’s who is pouring the wine.”
“In my 14 years of experience in the industry I have dedicated myself to creating brands from scratch with wineries, overlooking all the marketing and commercial strategy, back office, selling and most importantly building long standing relationships with retailers, importers, distributors, wine clubs from Canada to Brazil with a special focus on the United States, Mexico, Central America/Caribbean and cruise ships. In this territory, I was able to sell more than 450,000 cases a year (+USD$11 million), including more than 300,000 cases in the United States alone.”
If you are an importer, distributor, retailer, restaurant chain, hotel chain, etc. I will connect you with producers focused on their winery brands and exclusive/private label production. I have been developing brands of wine (and spirits more recently) for over 14 years. At Toral Wines & Spirits, we continuously aim to deliver the greatest, creating trending products with substantial quality. We build brands from the bottom up and work alongside our partners across the continent looking to capitalize on market trends. We have a team in the US, Mexico, and Colombia. We know that boots in the market sets us apart from our competition.
What led you to the passion for wine?
One of my favorite quotes is the following: “It’s not whether the glass is half empty or half full, it’s who is pouring the wine.”
The wine industry is very competitive, and it reminded me of my years as semi-professional tennis player. Also, it allowed me to stay close to my Chilean roots since as part of what I do is to travel back home to continue adjusting products such as @VOS.WINE to stay relevant in the industry.
You have spent the past 14-years creating and building brands from scratch with wineries, overlooking all the marketing and commercial strategy, selling, and most importantly building longstanding relationships. Share your journey.
Be great, nothing else pays (especially in the most competitive wine market in the world). I graduated from the University of Toledo in 2008, moved to Miami and immediately started selling bottles of wine door to door in Florida and learned quickly that it wasn’t going to be easy. Luckily, I had a few products that were interesting for restaurant buyers mainly due to pricing points. My next step was to travel to other states and repeat the formula. “First, focus on the volume products that gave me the logistics and then focus on the premium products.”
The second part of the strategy of premium products took me years to understand since it takes a lot of studying of the US market.
The breakthrough arrived in 2012, when as part of destiny I met my dear friends of the cruise line industry and that became a huge booster for my business and from there it catapulted me to conquer the rest of the countries in the continent.
Today, I have amazing relationships with retailers, importers, distributors and brand owners from Canada, USA, Mexico and all the way to Brazil in South America.
Tell us about Toral Wines & Spirits and the success in the US.
My slogan is: ‘YOUR WAY TO GREAT WINES.” I built amazing relationships with key players throughout the years by pure passion & relentless drive. Also, I am constantly crating value to them by bringing proven brands and products. Some of these products are in categories that are super-hot such as sparkling wines, buttery Chardonnay, Bourbon Barrel aged wines. Learning the gaps in the market is something that you only get by playing the game firsthand. That translates to a lot of setbacks, but you only have to get it right once 🙂
What sets you apart from the competition?
Most beverage companies are tired of not selling in the US market. We have a 5-step process that helps them clarify their message by solving the compliance, developing, building, and representing brands locally so their beverage companies can star growing again in a sustainable way.
Sourcing and tailor product development “Brand” development Marketing support and investment Sales and local distribution platform Compliance and logistics.
Your brand VOS, Vineyard Oaks Selected represents over 15 years of eco-friendly market. Tell us about your vision for VOS in 2024.
“Enhancing everyday life with great wines for all, planting 250 trees for every new market. Our goal is to open 2 new countries this year.”
Share your proudest moments.
My most satisfying moments have been when we started with the cruise line industry. Also, an amazing accomplishment was when we opened the Mexican, Central American, and Brazilian market back in 2017.
Additionally, it was an amazing recognition to have been named executive of the year by the Chile US Chamber of Commerce.
What are your goals in 2024?
Our goal for Toral Wines & Spirits is to achieve a 20% increase in revenue compared to the previous year through expanded market reach (2 new counties) and increased customer acquisition.
What would you like to tell beverage companies about breaking into the US markets?
If you are a brand owner, retailer, importer, or distributor, reach out to Toral Wines and we will solve your problem of not selling in a sustainable way and getting traction in the US market for your brands.
What is your next event?
I will attend Prowein in Germany, March 10th-12th. See you there!
For more information, please contact: [email protected] www.cristobaltoral.us
Source: Red Silk Carpet
